Fynd Debuts In South Africa

AI-native retail technology platform backed by Reliance Retail Ventures Limited, Fynd, has officially entered the South African market, marking its first expansion into Africa. The company’s debut is anchored by the onboarding of Surtee Group, one of the country’s most established luxury and fashion retailers, as its first strategic customer in the region.

The move signals a significant moment for South Africa’s retail sector, as established brands accelerate their digital transformation efforts to respond to changing consumer expectations and the rapid growth of e-commerce. South Africa’s online retail market is projected to exceed R130 billion ($7.48 billion) in 2025, accounting for close to 10% of total retail sales, nearly four times its size in 2020.

According to Statista, the number of e-commerce users in South Africa is expected to reach 11.7 million in 2025 and grow to 21.5 million by 2029. This expansion is being fuelled by higher internet penetration, mobile-first shopping behaviour, and growing trust in digital platforms. As retailers seek to keep pace, investments in AI-driven and unified commerce platforms are becoming increasingly central to their strategies.

“South Africa’s retail landscape is evolving fast,” said Ronak Modi, Chief Business Officer – Global at Fynd. “Consumers expect seamless, personalised experiences across every channel, and retailers need agile, intelligent infrastructure to keep up. Our platform is built to unify disconnected systems, speed up fulfilment, and elevate customer engagement; all without adding operational complexity.”

“South Africa is an exciting addition to our global footprint. The market is digitally ambitious, brand-forward, and ready for intelligent commerce infrastructure. Our goal is to help local retailers unify siloed systems, personalise engagement, and accelerate fulfilment without adding complexity.”

Surtee Group operates 94 boutiques and two e-commerce sites, spanning multi-branded stores under Levisons as well as mono-brand boutiques including Giorgio Armani, Michael Kors, Lacoste, Hugo Boss, VERSACE, TOD’S, Salvatore Ferragamo, Versace Jeans Couture, Emporio Armani, Burberry, Jimmy Choo, Luminance, Paul Smith, Coach, and Armani Exchange. As part of the partnership, the group will deploy Fynd’s unified commerce stack — including Storefronts, Order Management System (OMS), Warehouse Management System (WMS), and Clienteling tools to connect in-store and online operations, improve inventory visibility, and launch brand-specific e-commerce storefronts across its portfolio.

Despite the rapid rise of online retail, offline sales continue to account for the majority of retail revenue in South Africa. Fynd’s platform is designed to bridge this gap by enabling retailers to bring offline inventory online, support ship-from-store capabilities, and improve margins and sell-through rates. Clienteling tools will also support in-store teams with personalised recommendations and more connected omnichannel customer experiences.

Fynd’s AI-native platform brings together real-time stock visibility, ship-from-store functionality, dark store orchestration, and intelligent customer engagement within a single, scalable solution, addressing the growing demand for integrated retail infrastructure in the market.

As Surtee Group advances its digital transformation roadmap, the retailer aims to strengthen its leadership in luxury and fashion while expanding its e-commerce presence and improving omnichannel agility.

“We were looking for a partner who understood both the technical and strategic dimensions of unified commerce,” said a Surtee Group spokesperson. “Fynd stood out for their proven scalability, consultative approach, and deep experience with global fashion brands, many of which align with our portfolio. Their unified stack enables us to modernise operations while building a connected, brand-first customer experience.”

Having already scaled its platform across India, the GCC, and Southeast Asia, Fynd now adds Africa to its growing regional footprint. With its South African entry led by Surtee Group, the company is positioning itself as a key enabler of unified commerce adoption in one of the continent’s most dynamic retail markets.